中国传统招幌的发展衍变及现状研究
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摘要
今天,我们的生活中充斥着让人眼花缭乱的广告,它们占据着城市的空间,令你无处逃遁。不知你是否留意过古街小巷里的传统广告形式——招幌?它恒久的生命让人感叹,使我们仿佛看到了岁月的旧影。作为一种民间商业文化艺术形态,中国传统招幌历史悠久,具有特定的社会功能,显示出较强的传承性和鲜明的民族性特质。在实际运用中,“招牌”和“幌子”往往是结合相关的文字、图形,相辅相成来共同出现的,传达一系列较完整的店铺广告信息。
招幌广告在古代的产生和发展,充分反映了中国古代商品交换日益频繁和社会商品经济有序发展的历史进程,也显示了古时候商人为销售自己的产品而采取的广告表现手段、方法的总结以及广告艺术形式的提炼、加工过程,同时也从一个角度折射出中国古代社会的商业民俗和商业文化现象。现代广告是古代招幌广告的继承和发展,我们往往可以在众多的现代广告形式中看到明显的历史痕迹。
本文在充分查阅相关资料的前提下,按照中国政治制度变革和商业经济发展这两个线索,全面、系统地勾勒中国古代不同时期招幌产生的政治、经济背景,商业环境的变化,以及在这种背景和环境下所产生的招幌的具体形态,并进一步研究、总结中国古代招幌产生、发展、衍变的基本规律和特点。作者全面、系统地收集、整理了中国古代招幌图片资料。通过实地拍摄,原有图片整理、归类等方式,在最终成果的每一章节里配上相应图片资料作为文字资料的重要补充。并在最后一章结合实例来说明古代的招幌广告形式以及广告手法在今天广告中的应用。
本课题的研究力争系统完整地勾勒中国古代广告发展的历史脉络,梳理了在中国古代社会政治、经济、商业、广告多重环境下,广告发展的规律和特点。同时对广告与人们的日常生活、广告与社会发展、广告与文明进步等相关问题进行了较为深入的探讨。成果对于探讨广告产生、发展、演变的历史规律,总结历史经验,了解中国广告发展的历史脉络及与现代广告的联系与区别,具有重要的理论意义；追本溯源,认真探索古代广告的历史发展轨迹,认识广告发展的规律性,对于推动现代广告的发展和强化广告功能,无疑具有积极的作用。同时,对于探讨具有中国特色的广告发展之路也具有显著的现实意义。
Today, those who make a person dazzling advertisements with our life again and again, the space occupying the city, make nowhere you bore down. In the middle, I don't know if you noticed that vaguely remaining traditional advertising form-recruit reel? It is the life of constant to the opinions, we seem to see the years old film. The long history of the Chinese traditional recruit reel, as a kind of has a specific social function of the folk art form business culture, showing the sharp nationality and the consistency of the strong characteristics. In actual use, "signature" and "cover" is often related with the combination of text, graphics, supplement each other to common appear, they together, form a complete shop image, convey a series of relatively complete advertising information.
Ancient Chinese called initiation and evolution of the reel advertising not only reflect China's ancient social commodity economy and Commodity Exchange in a booming history, also shows that the ancient businessmen to advertising expression methods, means summary and advertising art form processing, refining process, also from one Angle, reflect the ancient Chinese social business folk and business culture. Modern advertising is the continuation and development of ancient ads, in many of the modern forms of advertising, we often can see one obvious historical trace.
This paper in full possession of the relevant material premise, according to China's political system reform and commercial economy development the two clues, comprehensive and systematic in ancient China, the outline of dynasties in different periods of its political, having called economic background, the changing business environment, and in this background and environment makes the concrete forms of having gathered, and further research, summarizing Chinese ancient advertising generation, development, development of the basic rules and characteristics. The author comprehensive, systematic collection, sorting the ancient Chinese called image information reel. Through the field photography, the original picture arrangement, classification and so way, in the final results in each section with corresponding picture as text information important supply. And in the last chapter gives an example to explain the ancient recruit reel and advertising gimmick forms of advertising in the application of advertising today.
This topic research strive to complete system in ancient China advertising the outline of the history of the development of context, combed the in ancient China social politics, economy, business, advertising multiple environment, advertising development rules and characteristics. At the same time for advertising and People's Daily life, advertising and social development, advertising and civilization progress and related problems for a more in-depth discussion. Results to sum up historical experience, the paper discusses advertising production, the development and evolution of historical rules, understand China's advertising the history of the development of context and modern advertisement and the relationship and difference, and has important theoretical significance; It begins to explore the history of ancient advertisement seriously trajectories, know the regularity of the advertising to promote the development and strengthening of modern advertisement advertisement function, it has an active role. At the same time, to discuss with Chinese characteristics, the development road of advertising also has significant practical significance.
招幌广告在古代的产生和发展,充分反映了中国古代商品交换日益频繁和社会商品经济有序发展的历史进程,也显示了古时候商人为销售自己的产品而采取的广告表现手段、方法的总结以及广告艺术形式的提炼、加工过程,同时也从一个角度折射出中国古代社会的商业民俗和商业文化现象。现代广告是古代招幌广告的继承和发展,我们往往可以在众多的现代广告形式中看到明显的历史痕迹。
本文在充分查阅相关资料的前提下,按照中国政治制度变革和商业经济发展这两个线索,全面、系统地勾勒中国古代不同时期招幌产生的政治、经济背景,商业环境的变化,以及在这种背景和环境下所产生的招幌的具体形态,并进一步研究、总结中国古代招幌产生、发展、衍变的基本规律和特点。作者全面、系统地收集、整理了中国古代招幌图片资料。通过实地拍摄,原有图片整理、归类等方式,在最终成果的每一章节里配上相应图片资料作为文字资料的重要补充。并在最后一章结合实例来说明古代的招幌广告形式以及广告手法在今天广告中的应用。
本课题的研究力争系统完整地勾勒中国古代广告发展的历史脉络,梳理了在中国古代社会政治、经济、商业、广告多重环境下,广告发展的规律和特点。同时对广告与人们的日常生活、广告与社会发展、广告与文明进步等相关问题进行了较为深入的探讨。成果对于探讨广告产生、发展、演变的历史规律,总结历史经验,了解中国广告发展的历史脉络及与现代广告的联系与区别,具有重要的理论意义；追本溯源,认真探索古代广告的历史发展轨迹,认识广告发展的规律性,对于推动现代广告的发展和强化广告功能,无疑具有积极的作用。同时,对于探讨具有中国特色的广告发展之路也具有显著的现实意义。
Today, those who make a person dazzling advertisements with our life again and again, the space occupying the city, make nowhere you bore down. In the middle, I don't know if you noticed that vaguely remaining traditional advertising form-recruit reel? It is the life of constant to the opinions, we seem to see the years old film. The long history of the Chinese traditional recruit reel, as a kind of has a specific social function of the folk art form business culture, showing the sharp nationality and the consistency of the strong characteristics. In actual use, "signature" and "cover" is often related with the combination of text, graphics, supplement each other to common appear, they together, form a complete shop image, convey a series of relatively complete advertising information.
Ancient Chinese called initiation and evolution of the reel advertising not only reflect China's ancient social commodity economy and Commodity Exchange in a booming history, also shows that the ancient businessmen to advertising expression methods, means summary and advertising art form processing, refining process, also from one Angle, reflect the ancient Chinese social business folk and business culture. Modern advertising is the continuation and development of ancient ads, in many of the modern forms of advertising, we often can see one obvious historical trace.
This paper in full possession of the relevant material premise, according to China's political system reform and commercial economy development the two clues, comprehensive and systematic in ancient China, the outline of dynasties in different periods of its political, having called economic background, the changing business environment, and in this background and environment makes the concrete forms of having gathered, and further research, summarizing Chinese ancient advertising generation, development, development of the basic rules and characteristics. The author comprehensive, systematic collection, sorting the ancient Chinese called image information reel. Through the field photography, the original picture arrangement, classification and so way, in the final results in each section with corresponding picture as text information important supply. And in the last chapter gives an example to explain the ancient recruit reel and advertising gimmick forms of advertising in the application of advertising today.
This topic research strive to complete system in ancient China advertising the outline of the history of the development of context, combed the in ancient China social politics, economy, business, advertising multiple environment, advertising development rules and characteristics. At the same time for advertising and People's Daily life, advertising and social development, advertising and civilization progress and related problems for a more in-depth discussion. Results to sum up historical experience, the paper discusses advertising production, the development and evolution of historical rules, understand China's advertising the history of the development of context and modern advertisement and the relationship and difference, and has important theoretical significance; It begins to explore the history of ancient advertisement seriously trajectories, know the regularity of the advertising to promote the development and strengthening of modern advertisement advertisement function, it has an active role. At the same time, to discuss with Chinese characteristics, the development road of advertising also has significant practical significance.
引文
①袁舒婕：《传统媒体广告涨势不减》-中国新闻出版报-2011-8-22
②李辉：《中国古代招幌艺术研究》-山东大学硕士论文-2008-10-15
③张新美：《中国明清时期的招幌设计》-北京服装学院硕士论文-2009-12-01
④舒小坚：《古代招幌广告媒介的艺术》-文艺争鸣-2011-04-15
⑤李辉：《中国古代招幌艺术研究》-山东大学硕士论文-2008-10-15
⑥许大海：《<清明上河图>中的招幌艺术与现代店铺标志设计》-民族艺术研究-2011-02-28
⑦魏岚、陈刚锋：《论北宋时期商业广告的发展》-东南传播-2008-02-29
⑧钟福民：《传统招幌与现代商业视觉设计》-包装工程-2008-05-15
⑨张晓艺：《浅析广告设计中的平面结合特征》-才智-2010-12-25
⑩王肖生：《霓虹灯广告与色彩》-中国广告-2003-10-15⑩
(11)李杰：《谈霓虹灯广告的设计》-科技资讯-2008-03-03
(12)漫谈房地产条幅广告-房产频道-湖北住宅与房地产信息网-网络http://fdc.hbfdcw.co
(?)漫谈房地产条幅广告-房产频道-湖北住宅与房地产信息网-网络http://fdc.hbfdcw.co
(14)汤筠冰：《LED广告视觉传播形态、特征及趋势》-现代传播(中国传媒大学学报)-2008-2-15
(15)熊文军：《户外LED广告投放探析》-新闻爱好者-2010-12-20
(16)陈瑾：《中国传统幌子的美学价值及设计应用研究》-美与时代(上半月)-2009-08-30
[1]曲彦斌.中国招幌辞典[M].上海：上海辞书出版社,2001.2
[2]由国庆.与古人一起读广告[M].北京：新星出版社,2006.12
[3]曹方.视觉传达设计[M].江苏：江苏美术出版社,2002
[4]柳莎.设计艺术心理学[M].北京：清华大学出版社,2006
[5]原研哉.设计中的设计[M].山东：山东人民出版社,2006.11
[6]薄松年.中国年画艺术史[M].湖南美术出版社2007年版
[7]黄艳秋,杨栋杰.中国当代商业广告史.开封：河南大学出版社,2005.
[8]杨海军,王成文.世界商业广告史.开封：河南大学出版社,2005.
[9]黄莹,黄志伟.中国近代广告.上海：学林出版社,2004.
[10]陈培爱.中外广告史.中国物价出版社2002年8月
[11]应根裕,胡文波等.平板显示技术.北京：人民邮电出版社.2002
[1]胡飞《中国古代设计艺术的当代生命》[J]艺术百家2005年第3期75
[2]陈瑾《中国传统幌子的审美文化意蕴》[J]艺术百家2006年第5期
[3]袁舒婕：《传统媒体广告涨势不减》-中国新闻出版报-2011-8-22
[4]舒小坚：《古代招幌广告媒介的艺术》-文艺争鸣-2011-04-15
[5]许大海：《<清明上河图>中的招幌艺术与现代店铺标志设计》-民族艺术研究-2011-02-28
[6]魏岚、陈刚锋：《论北宋时期商业广告的发展》-东南传播-2008-02-29
[7]钟福民：《传统招幌与现代商业视觉设计》-包装工程-2008-05-15
[8]张晓艺：《浅析广告设计中的平面结合特征》-才智-2010-12-25
[9]李杰：《谈霓虹灯广告的设计》-科技资讯-2008-03-03
[10]王肖生：《霓虹灯广告与色彩》-中国广告-2003-10-15
[11]汤筠冰：《LED广告视觉传播形态、特征及趋势》-现代传播
[12]熊文军：《户外LED广告投放探析》-新闻爱好者-2010-12-20
[1]李辉《中国古代招幌艺术研究》山东大学硕士学位论文[J]2008年10月
[2]张新美《中国明清时期的招幌设计》北京服装学院硕士学位论文[J]2009.12
②李辉：《中国古代招幌艺术研究》-山东大学硕士论文-2008-10-15
③张新美：《中国明清时期的招幌设计》-北京服装学院硕士论文-2009-12-01
④舒小坚：《古代招幌广告媒介的艺术》-文艺争鸣-2011-04-15
⑤李辉：《中国古代招幌艺术研究》-山东大学硕士论文-2008-10-15
⑥许大海：《<清明上河图>中的招幌艺术与现代店铺标志设计》-民族艺术研究-2011-02-28
⑦魏岚、陈刚锋：《论北宋时期商业广告的发展》-东南传播-2008-02-29
⑧钟福民：《传统招幌与现代商业视觉设计》-包装工程-2008-05-15
⑨张晓艺：《浅析广告设计中的平面结合特征》-才智-2010-12-25
⑩王肖生：《霓虹灯广告与色彩》-中国广告-2003-10-15⑩
(11)李杰：《谈霓虹灯广告的设计》-科技资讯-2008-03-03
(12)漫谈房地产条幅广告-房产频道-湖北住宅与房地产信息网-网络http://fdc.hbfdcw.co
(?)漫谈房地产条幅广告-房产频道-湖北住宅与房地产信息网-网络http://fdc.hbfdcw.co
(14)汤筠冰：《LED广告视觉传播形态、特征及趋势》-现代传播(中国传媒大学学报)-2008-2-15
(15)熊文军：《户外LED广告投放探析》-新闻爱好者-2010-12-20
(16)陈瑾：《中国传统幌子的美学价值及设计应用研究》-美与时代(上半月)-2009-08-30
[1]曲彦斌.中国招幌辞典[M].上海：上海辞书出版社,2001.2
[2]由国庆.与古人一起读广告[M].北京：新星出版社,2006.12
[3]曹方.视觉传达设计[M].江苏：江苏美术出版社,2002
[4]柳莎.设计艺术心理学[M].北京：清华大学出版社,2006
[5]原研哉.设计中的设计[M].山东：山东人民出版社,2006.11
[6]薄松年.中国年画艺术史[M].湖南美术出版社2007年版
[7]黄艳秋,杨栋杰.中国当代商业广告史.开封：河南大学出版社,2005.
[8]杨海军,王成文.世界商业广告史.开封：河南大学出版社,2005.
[9]黄莹,黄志伟.中国近代广告.上海：学林出版社,2004.
[10]陈培爱.中外广告史.中国物价出版社2002年8月
[11]应根裕,胡文波等.平板显示技术.北京：人民邮电出版社.2002
[1]胡飞《中国古代设计艺术的当代生命》[J]艺术百家2005年第3期75
[2]陈瑾《中国传统幌子的审美文化意蕴》[J]艺术百家2006年第5期
[3]袁舒婕：《传统媒体广告涨势不减》-中国新闻出版报-2011-8-22
[4]舒小坚：《古代招幌广告媒介的艺术》-文艺争鸣-2011-04-15
[5]许大海：《<清明上河图>中的招幌艺术与现代店铺标志设计》-民族艺术研究-2011-02-28
[6]魏岚、陈刚锋：《论北宋时期商业广告的发展》-东南传播-2008-02-29
[7]钟福民：《传统招幌与现代商业视觉设计》-包装工程-2008-05-15
[8]张晓艺：《浅析广告设计中的平面结合特征》-才智-2010-12-25
[9]李杰：《谈霓虹灯广告的设计》-科技资讯-2008-03-03
[10]王肖生：《霓虹灯广告与色彩》-中国广告-2003-10-15
[11]汤筠冰：《LED广告视觉传播形态、特征及趋势》-现代传播
[12]熊文军：《户外LED广告投放探析》-新闻爱好者-2010-12-20
[1]李辉《中国古代招幌艺术研究》山东大学硕士学位论文[J]2008年10月
[2]张新美《中国明清时期的招幌设计》北京服装学院硕士学位论文[J]2009.12
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